Commissioned custom graffiti for urban street posters and limited edition t-shirts. Distributed subversive charity wristbands embossed with “Let’s hug it out, bitch.” Created a new form of messaging — instead of shop-lifting, created “shop-giving” —placed cards with the phrase in the pockets of clothes in trendy stores. Got cool producer to make a “Hug it out” song and released it to hot DJs. Entourage tie-in only revealed at website, which was printed on all materials.

“Let’s hug it out, bitch” was the catalyst for creating intrigue and buzz, and was the mission critical to a ratings growth of 20%. Campaign was executed for under $200,000 and generated an additional $500,000 in free publicity.